Charli XCX​ is in her own world with NOTHING

NOTHING x Charli XCX has unveiled its global launch campaign, directed and photographed by Aidan Zamiri and produced by Object & Animal. 

The campaign marks a landmark partnership as the artist joins the tech hardware brand as its first Global Brand Ambassador and latest shareholder.

The campaign film captures an intimate, "in my own world" narrative, featuring Charli XCX locked into a room for five days to put the battery life of the Headphone (a) to the ultimate test. Through Zamiri’s lens, the world moves around her while she remains stationary and immersed a visual metaphor for the creative process and the product’s 135-hour playtime.

Blending high tech hardware with Charli XCX's signature rebellious creativity, the visuals feature the Headphone (1), Headphone (a), Phone (3), and Phone (4a) Pro. The project reunites Charli XCX with her core creative team, including longtime collaborator Zamiri (the filmmaker behind the Guess remix) and Creative Director Imogene Strauss, ensuring the campaign feels like a genuine extension of her visual universe rather than a traditional corporate endorsement.

“Charli XCX embodies the rebellious creativity that Nothing was built on,” says Nothing’s Chief Brand Officer, Charlie Smith. By taking a vested interest as an investor, the partnership represents a new era of collaboration between music and tech for a new generation prioritising design led, high fidelity experiences.